Date: Mar 2017
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Published: March 2017

Short rationale: With "Grow up.", Mercedes-Benz is taking a new approach to marketing communications. The most extensive content creation in the history of the brand has been realised for the five models of the compact-car family. With more than 100 moving-image sequences and over 90 lifestyle and product images, stories of a new generation will be told until the end of this year. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts. One of the main characters is the US rapper A$AP Rocky. The campaign launches in early March 2017.

"'Grow up.' is much more than a major campaign about model series. It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz," says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars, outlining the goal of the campaign. "With 'Grow up.', we are reinterpreting traditional values and attitudes towards Mercedes while showcasing their modern-day interpretation and relevance within generations x and y. Realised in collaboration with our agency antoni, 'Grow up.' is an unconventional campaign, which, in terms of its consistent digital focus and the mechanics of its content, does not immediately come across as advertising."


Chief creative officer, founder: Andre Kemper

Executive creative director: Matthias Schmidt, Martin Pross

Creative director: Veit Moeller

Art director: Sol Oh

Writer: Sebastian Lyman

Additional credits: Managing partner: Dr. Tonio Kroger

Executive producer: Mark Rota

Creative director, digital: Thomas Heinz, Veit Moeller

Head of digital design: Nuno Marcelino

Production: Iconoclast Germany GmbH

Managing director: Nils Schwemer, Nicolas Lhermitte

Director: Gustav Johansson

Executive producer: Jan Dressler

Line producer: Tim Augustin, Bjorn Kruger

Director of photography: Niklas Johansson

Music (stories): Universal Music Publishing AB

Score composer: Petter Winnberg, Adam Hagstrand, Petter Tarland

Artists: Petter Winnberg feat. MishCatt

Petter Sebastian feat. El Pero Del Mar

Petter Sebastian feat. Amanda Bergman

Petter Sebastian feat. Kleerup

Music (anthem): Universal Music Publishing AB

Song: Let me try

Production (stills): Iconoclast Germany GmbH

Executive producer: Jan Dressler, Felix Mondino

Photographer: Alicr Moitie

Online/web special: Pixelpark AG

Project manager: Maximilian Burket